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Building Customer Loyalty: The Role of Customer Experience and Product Quality Among Skintific Users in Kolaka

Year: 2025

Type: article

Abstract: This study explores the influence of customer experience and product quality on customer loyalty in the skincare industry, focusing on Skintific beauty product users in Kolaka Regency, Indonesia. The research adopts a quantitative approach, collecting data through a structured questionnaire distributed to respondents. The findings reveal that both customer experience and product quality significantly contribute to customer loyalty, with product quality having a slightly stronger impact. A positive brand experience enhances consumer engagement, but perceived product effectiveness and reliability remain key factors in fostering long-term loyalty. This study concludes that a strategic balance between experiential marketing and product innovation is crucial for maintaining customer retention. Future research is encouraged to examine additional factors such as brand reputation, pricing strategies, and social influence in shaping customer commitment.

Source: INVEST Jurnal Inovasi Bisnis dan Akuntansi

DOI: 10.55583/invest.v6i1.1227

Authors: Indah Febrianti, Andry Stepahnie Titing, Agus Zul Bay

Institution: Universitas Sembilanbelas November Kolaka

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409503364

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